Studio brief 2: Research task 2

Target audience research
(London store)

Geographic 
Country: United Kingdom
Population: 6.4 million 
City: London 
Population: 8.7 million
Density: 1510 inhabitants per square kilometre
Climatic zone: temperate oceanic climate

Demographic 
Age: 18-30
Gender: female
Social class: Middle class
Income: Most people from this area within this age group have an estimated amount of £150-£200 per month of disposable income. This means that Topshop's prices are aimed at the average wage earner within this area because the clothes are thought to be reasonably priced, similar to the other shops on the high street.
Education: Many of the target audience will have attended university and now be looking for a career.
Ethnicity: The majority of the London population is white, though not White British. 45% of London's population is White British. Indian and Black African are the next largest groups at 7% of the population each. 

Psychographic
An opinion that the majority of the target audience are likely to hold is that that want to look fashionable for a reasonable price. It may also be important for them to feel confident in the clothes that they decide to purchase from Topshop. 
The quality of the clothing would also be seen to be important as the sportswear would be expected to be durable, the lounge wear soft and comfortable and the party wear would need to be flexible, flattering and not too revealing.